“This is great! Not everyone fits into the stereotypical box that society tries to squeeze us into. Thank you,” one wrote.

Sadly, yet inevitably, others took it upon themselves to criticise O’Brien’s weight. Because social media is terrible sometimes.

One particularly charming commenter, named James, said the brand should be making people “be ashamed of being fat, not proud”.

James probably thought he was being terribly provocative with his comment. What he likely didn’t expect, however, was to have Academy politely yet firmly tell him where to stick his body shaming attitude.